Title	INSTASLEEP
Brand	IKEA
Product/Service	IKEA BEDROOM RANGE
Category	E03. Innovative Use of Social or Community
Entrant	WE ARE SOCIAL Milan, ITALY
Idea Creation	WE ARE SOCIAL Milan, ITALY
Production	FOXTROT AUDIO Milan, ITALY

Name	Company	Position
Alessandro Sciarpelletti	We Are Social	Executive Creative Director
Daniele Piazza	We Are Social	Creative Production Director
Paulo Gonzalez	We Are Social	Associate Creative Director
Mattia Lacchini	We Are Social	Associate Creative Director
Chiara Giannuzzi	We Are Social	Senior Art Director
Camilla Vanzulli	We Are Social	Senior Creative
Giulia De Chirico	We Are Social	Art Director
Giulia De Chirico	We Are Social	Art Director
Simona Melani	We Are Social	Editorial Supervisor
Sergio Giussani	We Are Social	Editor
Daniele Zanardi	We Are Social	Writer
Francesca Feller	We Are Social	Group Account Director
Mirco Bertola	We Are Social	Account Director
Leandro Iorio	We Are Social	Account Manager
Alessia Bloise	We Are Social	Account Executive
Bruno Tecci	We Are Social	Head of Strategy
Marta Prosperi	We Are Social	Strategy Supervisor
Alberto Monti	We Are Social	Creative Production Supervisor
Giulia Camera	We Are Social	Producer
Alessia Zuin	We Are Social	Photo Edit
Francesco Berra Berra	We Are Social	Photo Edit
Dario Sepe	We Are Social	Video Edit
Mattia Marzulli	We Are Social	Video Edit
Lisa Galantini	We Are Social	Speaker

Background

IKEA asked us to launch a social-first campaign focused on its bedroom product range. The objective was both to promote the collection, and to communicate what IKEA calls “the sleep movement”: a movement that helps people sleep better. To answer the brief, we started from one simple fact: the use of smartphones damages our sleep. But checking social media is our favorite activity while falling asleep.

Describe the strategy

IKEA has a very active fan base: with our campaign we wanted to engage users giving them a useful, practical tool to sleep better; a social, nighttime service available right when they need it, where they need it.

Describe the execution

To help people take their sleep back, we turned Instagram into a tool that makes them fall asleep. On Instagram, we worked day and night in the name of sleep. During the day, we shared IKEA’s bedroom range. During the night, we fighted blue lights switching off our posts. Then, we helped those users still on Instagram at night to fall asleep, through a series of 16 minutes, sleep-inducing, ASMR Stories.

List the results

RESULTS REACH 7M 4M PEOPLE USED OUR STORIES COMPLETION RATE +4% DESPITE THE 16MINS LENGTHS